“A Soweto Love Story” is a romantic comedy film produced by Netflix that takes place in the lively township of Soweto, South Africa. To promote the film and create excitement around it, Netflix partnered with Jozi FM to host a tactical 360-degree integrated media campaign that paid tribute to the geographic location and title of the movie, while also celebrating the cultural aspects portrayed in the film.
The launch campaign revolved around a one-hour love panel special broadcast on Valentine’s Day, strategically timed to capitalize on the romantic theme of the movie. The panel was hosted at Jozi FM’s state-of-the-art audio-visual studios with a live broadcast on-air and digital streaming in the form of video via YouTube and Facebook as well as audio digital streaming via IONO. Leading up to the special broadcast, Jozi FM aired teasers, generics and promos to create anticipation among listeners about the upcoming love panel discussion. The love panel consisted of the SA’s entertainment heavyweights such as Dr Lilian Dube, Kgomotso Christopher and Sonia Mbele, who discussed various aspects of the theme, including the movie’s storyline, and cultural significance.
During the discussion, listeners gained a better understanding of the movie’s storyline and characters. We encouraged participation through call-ins, social media interactions, and live chats with our team, creating a sense of community across three touchpoints (on the ground, on air, and through digital platforms). This allowed the audience to share their excitement and expectations for the film.
The panel special broadcast generated high listener engagement, with a surge in call-ins, and social media interactions. Listeners expressed their enthusiasm for the film and shared their anticipation with friends and family. For a campaign that did not have any sort of competition, the Jozi FM audience responded well. The station generally gets such engagement and activity on campaigns where our audience has something to gain/ win. It just shows how relatable the movie was to our audience and how they always support their community.